TV Ads Now Rival Doctors in Driving Awareness of New Medications

A new study from Cadent, in partnership with The Harris Poll, shows that TV and connected TV (CTV) ads are nearly as influential as doctors in introducing consumers to new medications – a shift with major implications for pharma marketers. 

While physicians remain the top source for medication awareness (68%), 62% of surveyed Americans say TV and CTV ads now play a comparable role in shaping their understanding of new treatments. The survey included responses from over 4,000 US consumers, with a focus on multicultural groups including Hispanic, Black, White, and Asian audiences. 

“These platforms don’t just introduce new medications – they’re a critical driver of engagement throughout the patient journey,” said Bradley Deutsch, SVP at Cadent Health. 

Key Insights by Demographic 

CTV is leading for Hispanic Americans :Hispanic Americans are more likely to discover new medications via CTV ads (33%) than traditional linear TV (28%), suggesting a shift in screen preferences for high-impact awareness campaigns. 

Mobile drives immediate action: After seeing a medication ad on their phone: 

• 73% said they’d ask a doctor about a prescription 

• 71% would research an OTC product 

• 64% would make an OTC purchase 

AI-generated content is culturally sensitive

Black and Hispanic Americans show higher comfort levels with AI-generated pharma ad content – 61% and 57%, respectively – compared to White (38%) and Asian (37%) Americans. This points to an opportunity for culturally aligned AI tools when implemented transparently and responsibly. 

QR codes are working – especially for Black and Hispanic audiences
Nearly 47% of respondents say they would scan a QR code after seeing a CTV pharma ad. 

• 68% of Black Americans and 63% of Hispanic Americans** said yes, vs. 44% of Asian and 40% of White Americans. 

Implications for Pharma Media 

These findings challenge conventional assumptions about patient education, showing that digital media channels – especially CTV and mobile – are not just complementary to HCP conversations, but actively initiating them. 

For pharma marketers, this means: 

• Investing in cross-screen ad strategies to capture attention across CTV, mobile, and digital 

• Designing culturally relevant campaigns that reflect demographic nuance 

• Prioritizing educational over promotional content to foster trust 

• Using QR codes and mobile-first tactics to enable fast, trackable engagement 

As 76% of consumers say they’re more likely to act after seeing an ad across multiple devices, the need for omnichannel fluency is urgent. 

Questions from solli 

• Screen strategy: How can pharma media plans adapt to ensure balanced investment across mobile, CTV, and traditional platforms? 

• Cultural relevance: What frameworks help ensure AI-driven content is inclusive and trusted across diverse audiences? 
• Performance measurement: Are QR code activations a reliable new metric for engagement in patient-first media? 

Read the full report: Cadent Pharma Advertising Trends 2025 via Cadent